Lincoln Financial Group Get To Know Your Futureself

If your future self could talk to you, what would it say? Lincoln Financial Group is inviting television viewers to consider meeting their retired future selves in an emotional advertising campaign, “Get To Know Your Futureself”. Men and women in the TV ads meet themselves in a nursery, at E.R., and in a plane, ten to thirty years in the future. Each is assured that the future will work out OK, with good financial planning. The tagline for each ad: “”Get to know your future self with Lincoln Financial Group”.

Lincoln Financial Group Future Self in Nursery commercial


A 30 year old man stands in a nursery visiting his baby daughter. His futureself comes to join in the admiration…

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Emergency Room

A middle aged woman waits for news on her husband’s surgery, clearly anxious. Her future self comes with news about the future…

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A young man traveling coach class is visited by his future self…

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“The relationship between people and their financial future can best be understood by the insights they have about themselves,” said Priscilla S. Brown, Chief Brand Officer for Lincoln Financial. “Central to the campaign is the message that Lincoln Financial encourages each individual to tap into his or her futureself by working with a trusted financial advisor to achieve the means and confidence to successfully transition through later years.”

See the business study at Adforum


The Get To Know Your Futureself campaign was developed at 22Squared, Atlanta. 22squared CEO Richard Ward said, “This new campaign is rooted in the principles of 22squared’s friendship marketing model. Our collaborative process with Lincoln Financial began with the realization that the social tenets of friendship govern the relationships between individuals and brands today. Lincoln Financial has bravely chosen to directly establish relationships with individuals as friends vs. consumers as their competitors often do.”

Filming was shot by director Ray Dillman via MJZ. Make up was developed at Stan Winston Studio. Bob Garfield at Ad Age notes how much more convincing the make up in the ad is, as compared to much big-screen fare, in particular The Good Shepherd.